RT Journal Article
SR Electronic
T1 How Reliable Are “State-of-the-Art” Facial EMG Processing Methods?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 28
OP 37
DO 10.2501/JAR-2017-011
VO 57
IS 1
A1 Mathieu M. P. Lajante
A1 Olivier Droulers
A1 David Amarantini
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/1/28.abstract
AB Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers' emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results. In this technical note, the authors propose a template for what they believe provides reliable applications of facial electromyography (EMG) in advertising research. Their method includes five steps to provide continuous quantification of signal processing from facial EMG data. A comparison of the authors' method with seminal research underscored the importance of choosing appropriate procedures and parameters for accurate signal acquisition and reliable data processing in order to evaluate facial EMG responses.